Oscar Heidenstam, The Mr Universe Contest, and the Amateur Ideal in British Bodybuilding

During Britain's so-called ‘golden age of bodybuilding’during the 1950s and 1960s, Oscar Heidenstam, through his NationalAmateur Bodybuilders Association (NABBA) and Health and Strengthmagazine, elevated the annual Mr Universe Contest in Londoninto the world's most prestigious physique competition. Whatmade this achievement so remarkable was Heidenstam's commitmentto the Victorian ideal of the gentleman amateur. Eventually,however, this outmoded approach prevented him from staying abreastwith the times and resisting countervailing societal forcesthat were commercial, American and modern. Tradition and parochialismprevailed as NABBA, the Mr Universe Contest, and British bodybuildingwent into ‘relative decline’ in the 1970s. And California,home of the rival Weider organization and Arnold Schwarzenegger,displaced London as center of the bodybuilders’ universe.